As email marketing becomes more sophisticated, autoresponder sequences are being used more frequently. But autoresponder sequences can also feel overwhelming when you first begin using them. Most email platforms offer a wide array of options that can seem daunting in their complexity. Luckily, there are easy ways to leverage autoresponder sequences to make the most of your email efforts.
What are autoresponder sequences?
Autoresponder sequences are pre-loaded emails that send to subscribers automatically after certain actions are taken, such as subscribing to the list, submitting a form, or clicking a link. These email sequences are powerful tools that can lead your reader from initial prospect to final sale, all automatically. A strong sequence will allow you to be more personalized and segmented with your audience, ultimately meeting the needs of your customer base more effectively.
How to utilize an autoresponder sequence to make a sale
There are many different types of autoresponder sequences, but at its core, this strategy takes a subscriber on a journey to the sale. The best autoresponder sequences act as a guide, with each email carefully crafted to answer questions, respond to objections, and provide social proof. Once a subscriber reaches the end of the sequence, they shouldn’t have any difficulty deciding to make a purchase.
One of the most common autoresponder sequences is a lead nurturing sequence. This is a sequence delivered to a brand new subscriber. When the newcomer joins your list, it’s typically in response to an offering. You may provide them with a discount, free content, or access to insider information. The delivery of this offer is the first step of the autoresponder sequence. From there, a series of emails will be sent out over the course of a week or two. These emails are designed to respond the readers next most likely questions or roadblocks, building up trust between yourself and your new subscriber. Near the end of the sequence, you can send emails asking for the sale.
What does this look like in action? Let’s say you run a nutrition company. Your free offer is a healthy shopping list, and all someone has to do to access it is submit their email. Once someone does, they’re entered into an autoresponder sequence that first delivers the promised shopping list. From there, an email may go out that digs deeper into why certain foods are on the list, whereas other foods that are perceived as healthy are not. Then, a day or two later, a third email may go out that answers some common questions about healthy shopping. A few days alter an email goes out that discusses the many different ways other subscribers have taken the items from the shopping list and created healthy recipes. Finally, a series of emails is sent to the new subscriber inviting them to join a healthy meal membership community, where they have access to not only a wider variety of shopping lists, but recipes to match them.
After being led down this sequence, purchasing access to the membership should be an easy sell. The subscriber has plenty of information about healthy food, but they are still missing a key component — the recipes. The membership offers to fill in the gap after having spent time building trust.
Guide your prospect to a sale with an autoresponder sequence
While the above example focuses on the nutrition industry, this basic premise can be applied to almost anything. At Redcappi we’ve used it to help product- and service-based businesses from a wide array of industries leverage their email list to make more sales. If you’re ready to do the same, contact us.